How do organisations secure a

future-proof commercial strategy ?

Research

Technology such as AI

The commercial landscape is changing. New technological developments are following in rapid succession: data mining through Linkedin scrapers has become commonplace, basic commercial processes are being automated with sales-marketing automation software, appointments are conducted virtually and the gigantic impact of AI on sales and marketing has only recently become apparent (think predictive customer needs, customer interaction and analysing the CRM database).

Commercial strategy

Besides new technological developments, there is also a shift in the commercial strategy of organisations. We see an increase in the use of market knowledge and careful preliminary research (account-based marketing and data-driven selling). People increasingly prefer a limited number of qualitative agreements with very high potential, rather than large amounts of 'leads' and appointments. Sales teams have less and less capacity so people are increasingly focusing on ways to identify potential opportunities faster. It is not for nothing that the Sales Velocity becomes more important than the sales and marketing pipeline.

People's work
Let's see the human factor not forgotten. The question is not only how technology and strategy can be used to increase efficiency, but also how it can be used to build deeper and more meaningful relationships with customers. Thought leadership and sharing knowledge rather than discounting it. We see it often in our research: "we should try to sell less and start listening to the customer better" It seems counterintuitive but we all understand what is meant.

Benchmark research
What do these developments mean for your organisation? Are you already consciously applying them? How are your teams implementing the new technologies? What strategy are you adopting in relation to your environment? What steps are organisations taking in the coming years? To provide insight into the above topics, The Blue Hour conducts benchmark research among more than 450 sales and marketing executives.
Through your participation in the survey, you may be able to use the results of the survey to improve your own commercial strategy. In addition, you will gain insight into how your fellow managers and board members deal with sales and marketing developments.

Topics

Artificial Intelligence;
The collaboration between marketing and sales;
Return Of Investment of a sales appointment;
Importance of data and market intelligence;
Lead qualification and higher conversion;
Key trends.

Advantages of participation:

personal appointment

You will receive a personal presentation of the benchmark report by our specialist at your location.

Compare with your environment

The specialist hands over the benchmark report with your answers and the answers of your peers.

periodic updates

We will send you periodic updates on the results of our benchmark research.

Participate to the research

When participating in the online survey, you will receive the benchmark report from us with which you can easily compare yourself with other anonymous participants.

The benchmark report is presented and discussed by a specialist of The Blue Hour in a personal meeting. Filling in this questionnaire takes about 10 minutes. With these results, we can compile your report.